YouTube still dominates video traffic in most mobile networks, accounting for between 40–70 percent of total video traffic for almost all measured networks – regardless of terminal type. For smartphones, social networking is the second largest traffic volume contributor, with an average share of 15 percent in measured networks. Video traffic is likely to further increase as new apps with embedded live streaming emerge.

South Korea is arguably a leader in live streaming. For example, AfreecaTV is a popular app in the country, which allows anyone to freely broadcast live video.

While live streaming has been a success in South Korea, the global market is fragmented due to different content preferences and emerging trends. According to Ericsson ConsumerLab analysis of App Annie data, South Koreans watched more than 13 hours of live video broadcast over AfreecaTV in August 2016 – averaging 115 app sessions a month. In comparison, US smartphone users spent an average of around 1.5 hours using Periscope via Android smartphones over the same period. The differences in live video viewing behavior are also visible by age group. In the US, 1 in 5 millennial smartphone users (age 20–34) has watched live UGC using apps, while only 1 in 10 teens (age 15–19) has done so. This is not to say that teens aren’t interested in live streaming; in the US they spend, on average, around one hour a week watching live eSports content on apps like Twitch.1

Conversely, in South Korea, UGC live video streaming is well established with both teens and older generations of smartphones users. This is evidenced by the fact that 33 percent of teens and 28 percent of those aged over 45 have used UGC live video streaming apps.